What is a Data Management Platform?
The explosion of data seen across all markets now means that organizations have more data on their customers than ever before. This data comes from both traditional (CRM, call centre, print, web etc.) and new (mobile, connected devices, IPTV etc.) data sources.
The challenge organisations face is that their data resides in separate silo’s across the business, in systems that do not allow for marketers to access and take action against it in a timely way.
With their consumers now demanding a more personalized and tailored experience, access to this data in a way that allows for this personalization is invaluable in ensuring the right message is shown at the right time to the right person.
This is where a Data Management Platform (DMP) steps in to become the most valuable tool in the marketers’ armory, allowing them to seamlessly (and rapidly) collect, integrate, manage and activate those large volumes of data.
A DMP therefore allows a business to create a unified view of their customers across all channels and touch points, by bringing together not only all of their own data, but also the ability to add third-party data that can extend and enrich the view of their customers. This leads to significant benefits for both Advertisers and Publishers.
For advertisers, the recent rise of biddable display buying, which focuses on buying audiences instead of placements, means that having access to the best quality data ensures better buying decisions are made, leading to better Return on Media Investment. This is exactly what the DMP delivers, as well as the ability to extend the audience reach through the addition of third-party data and algorithmic modeling.
Publishers, who are looking to drive increased ad-revenue through their available inventory, will leverage the capabilities of a DMP to better understand and enrich the view of their visitors, and therefore make them more attractive to advertisers. This will allow them grow ad yields through more premium selling.
Both Advertisers and Publishers can then use the unified view of the customer from the DMP to deliver better on-site personalization and content optimization to their customers, driving better engagement and conversion.
By leveraging a DMP, businesses can also ensure they take more control and ownership of their data. One of the worst feelings for a marketer is when they realize they can’t leave a bad vendor because they have a stranglehold on their own data. On a similar note, not knowing how their data is being used due to data leakage (from 3rd party tags on their site) is a major concern for businesses. These are all challenges answered by a DMP.
To find out more about how Adobe Audience Manager, the market leading Data Management Platform according to Forrester, can help your business, come along to How a DMP can change your business & Profiles & Audiences and Audience Manager – What should you be doing? at Adobe Summit next week.
If you’d prefer we also have the technical & Hands-on Labs, where the following sessions will heklp you get to grips with Adobe’s Data Management Platform (DMP) — Audience Manager: Hands on with Audience Manager, create, segment and activate audiences for onsite and offsite personalisation & Visitor Profile Activation in Audience Manager